Space, creativity, consumption, and commerce are never isolated issues, let alone one-trick victories.
--Chen Wu
Bring design back to its essence: insight into consumer needs
What is design back to its essence? In the face of different levels of customers, different design missions, and increasingly fierce competition in the design market, the answers of design companies at different stages of development may be various and have their own advantages. Xinye's view is consistently stable: deep insight into the explicit and implicit needs of consumers and satisfying them through all means is the essence of design. The architecture of space, creativity, consumption, and commerce should all start from demand and be measured by this.
Demand Insights: Multi-dimensional and multi-layered
Defining a requirement is a matter of definition. Accurate problems lead to the right outcome and the path to resolution.
The case is located in Shenzhen Xili Baoneng Global Hui, which is invested and operated by the well-known real estate group Baoneng Group. Baoneng Global Hub is a new landmark of shenzhen fashion and humanities, with the theme of art, humanities and social networking, and is positioned as "all-scene art experience MALL".
As the own brand of Baoneng Real Estate, Xinlefang in this case is not only another mass-selling KTV, it is defined as a "vitality energy ball" that extends from the day economy to the night economy of the real estate complex, which has important model demonstration and exploration significance. Xinlefang not only assumes the responsibility of radiating the consumer groups of the surrounding blocks, exerting the traffic attraction and sticky value of the field, but also taking into account the goal of achieving high-quality commercial operations.
From this point of view, this project needs to meet the needs of students around the university town, business groups in industrial parks, family customers, etc. The "18 to 45-year-old" pan-general customer group positioning is a pseudo-proposition, and the first step in the designer's work is to decompose, sort out and reconstruct the needs. The contradiction between fine customer stratification and aesthetic universality, trend culture and business socialization, community gatherings with different themes and customer groups of different consumption levels are all problems that designers need to face and solve. How to grasp the balance point is the focus of the work and an art.
Organic Balancing: Cascading Canyon by the Realm and Man
This case is located in the semi-underground, the entrance is weak, the front area is too narrow and long, the height of the rear area is not ideal, and the structural columns are too large, all of which affect the functional laying, especially the consumer experience and emotional immersion, which is the first problem for designers to deal with, and it is also an opportunity for innovation.
Master Builder Rem. Koolhaas once said, "Form is not the starting point of design, but the result of creation". In the public areas such as the entrance to the front area, the reception of the hall, the water bar, the display area and the rest area, the corridor, etc., the designer took advantage of the growth conditions of the project and established the creative concept and theme of the cascading canyon, which turned the disadvantages of the front area into advantages and characteristics, and made a full psychological and emotional "foreplay" laying out for people before entering the formal consumption.
Art installations, multimedia interactive projections, and tide play display areas have become visual, tactile and other sensory attractions (emotional interaction contacts) in the canyon roaming, which constantly stimulate, provoke and brew up upcoming entertainment moods while transforming consumers' daily emotional patterns such as nervousness, anxiety and fatigue!
Another outstanding feature of the design of the KTV public area with narrative and multi-emotional touchpoints is its social and interactive attributes. It is based on the communicative characteristics and trends of the Z generation consumer group. The creation of social platforms and social opportunities has made the short-term aggregation have the possibility of intersecting and bursting into light, so that the traditional "closed" pure entertainment mode of KTV has changed to the level of the "planetary" entertainment communication mode, bringing consumers a new emotional experience at the same time, but also changing the product connotation of KTV.
Organic Balancing: A new species of K-room that is surprising
KTV boxes are the core source of KTV profitability, but also the top priority to meet consumer demand, and naturally become the absolute focus of KTV design. In this case, there are a total of 36 rooms and 7 room types, with the mass sale type as the main body, based on multiple functions and different consumer group levels, with special room types such as internet celebrity punch card rooms and different theme party rooms.
The panoramic giant curtain room formed by the electric mist glass window combined with the projection creates a super immersive feeling, singing K is enough to high to explode; the Yuanqi Maiden Room meets the fashion of the times of the girlfriend's theme party; the high-end business room pays attention to the distribution of multiple aggregation points, adapting to the different needs of the work team, family gatherings, and business receptions.
He is an expert in innovative design of entertainment and is known as the "godfather of entertainment design". With the core values of "design-driven business, design-assisted competition, and design renewal city", adhering to the concept of "good design is good business", it has successfully created hundreds of highly praised leading classic projects, and has a number of successful cases at home and abroad and in regions, and is a design leader and business innovation leader in the entertainment industry.
Refining the characteristics of different consumer groups and clarifying different consumption scenarios are the logic of the design of the structure room type and the principle of the combination of room types. On this basis, it is also important to balance the investment budget and construction period. It is worth mentioning that this case adopts a modular design organization method, and the "building block combination innovation" of the room type module developed and tested by the xinye group in the front is carried out, which effectively solves the comprehensive demands of the customer.
Designer Profile
Chen Wu / Yellow chen
Founder of Xinye Group Design Consulting Co., Ltd
2020 Shenzhen International Light and Shadow Art Curator
Member of the Expert Committee of Guangzhou Design Week
Academic member of The Soft Decoration Branch of China Building Decoration Association
Executive Chairman of Shenzhen Interior Designers Association
Instructor of Dedao's high-end innovative education platform
Editor-in-Chief / Su Laughs
Executive Editor / Yang Yanze
Proofreader / Tang Xuejiao Fan Xiao